Salling Group partners with WPP Media to boost marketing activation

Salling Group, Denmark’s largest retailer, has partnered with WPP Media to connect its first-party retail data with WPP’s Open Intelligence for Commerce, enhancing insights, targeting and measurement for marketers.

The collaboration follows WPP’s global launch of Open Intelligence for Commerce with partners including Ocado and Criteo. Open Intelligence is part of WPP Open, the company’s AI platform for marketing that combines talent, tools and technology to support faster, more informed marketing.

Salling Group provides a rich source of retail data, serving 15 million customers weekly across Denmark, Germany, Poland, Estonia, Latvia and Lithuania. Through InfoSum’s secure, privacy-safe data collaboration platform, WPP Media clients can access actionable insights from Salling’s data without moving the data itself.

Retailer data integration boosts marketing insights

Anders Spicker, Head of Retail Media, Salling Group: "Working with WPP Media through Open Intelligence for Commerce gives us a robust framework for collaborating with brands at scale. It allows us to translate our retail data into actionable insights and media activation, while maintaining strict standards for data privacy and governance."

David Fieldhouse, Global Executive Director, Commerce Data, WPP Media: "We’re delighted Salling Group has joined Open Intelligence for Commerce. Retailer data offers unique benefits to our clients in terms of both insights and activation. Our clients are already taking advantage of the programme in the UK, and this represents the beginning of our international expansion plans through 2026."

How the partnership delivers results

The partnership connects customer and product data from Salling at the SKU level, allowing WPP Media clients to activate custom segments across the digital media ecosystem quickly. UK pilot campaigns for global clients across platforms including Meta and YouTube have shown strong results, including 75%+ view-through rates, ROAS exceeding 300%, and brand preference improvements over 10%.

Steffen Nyholt Petersen, Commerce Director, WPP Media: "This represents a big step forward in how we use customer data for our clients across Denmark and beyond. By securely connecting Salling's valuable retail data, we can unlock unique consumer insights, leading to significantly more accurate targeting, optimised campaign performance and ultimately stronger ROI for our clients – all while upholding the highest standards of data privacy."

www.wppmedia.com

www.sallinggroup.com

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